1. LVMH Watches & Jewelry Consulting Report Version 1.4 Prepared for: Monique LIN, CFO of LVMH Watches and Jewelry for Greater China Prepared by: HKUST Consulting Group Date: Oct 31, 2009 Author: Jennifer CHENG (08938148) Olivia NG (08933875) Peter KWAN (09806196) Tommy NG (96027571) Victor LU (08933928) HKUST Consulting All Rights Reserved All Rights Reserved

2. Storyline 1/2  Situation  TAG Heuer, a brand from the Watches and Jewelry division of LVMH, is a Swiss watchmaker known for its sports watches and chronographs. The brand has presence in many countries and China has been recognized as the most important market for TAG Heuer to develop since year 2000.  Complication  Sales and revenue growth of the watches segment in China is lagging compared to to the Fashion and Leather sector. The economic downturn in 2008 has added further pressure for the segment, with sales dramatically dropping by 35% despite the rapid growth experienced in 2007.  Answer  TAG Heuer should adapt its marketing communication strategies and more effectively utilize various distribution channels to better suit the China market in order to increase the sales in country.

3. Storyline 2/2  Rationales 1. The Chinese are mainly interested in brand image (77%), and less interested in styles (less than 10%, whereas that figure is usually around 18%). 2. The influence of the existing international brand ambassadors may not be as strong on the Chinese population as local Chinese icons. 3. Marketing and different distribution channels can be used to target the middle brands, which currently have a low saturation rate among the Chinese customers. 4. TAG Heuer is spending less in Media advertising compared with other premium watch brands in the China market.

4. Global Demand for Luxury Watches

5. Sales Trend in China vs Worldwide

6. Distribution Channels

7. Media Spending in China ( 2009 vs 2008 1st Half Year )

8. Media Spending by Top 20 Brands ( 2009 vs 2008 1st Half Year )

9. Media Ranking by Top 20 Brands ( 2009 vs 2008 1st Half Year )

10. Premium Watches spending on Media (2009 Jan-June)

11. Premium Watches Spending in RMB"000(2009 Jan-June)

12. Jewelry Watches Spending in RMB"000(2009 Jan-June)

13. Magazine Spending 2009 vs 2008

14. Magazine Spending Ranking by Brands 2009 vs 2008(First Half)

15. Change Log Version # Change Date By Whom Change Description 1.0 Sep 27, 2009 Tommy Ng Document Created 1.1 Sept 30, 2009 Olivia Ng Revised Storyline + added charts 1.2 Oct 1, 2009 Peter Kwan Add Competitor Charts and Tables 1.3 Oct 3, 2009 Peter Kwan Revised Dummy Pack 1.4 Oct 3, 2009 Victor Lu Revised Storyline 1.5 Oct 4, 2009 Olivia Ng Revised Storyline + Charts